Chapter 2 The Theory and Use of Political Advertising

Chapters in this book

1. Front Matter i
2. Contents vii
3. Acknowledgements ix
4. Introduction 1
5. The Theory and Use of Political Advertising 11
6. The 1993 Canadian Federal Election: Background and Party Advertising Strategies 27
7. Contextual Analysis of Political Advertising: The Attack Mode on English-Language TV 49
8. Political Ads on Quebec TV during the 1993 Federal Election 75
9. The Role of Images in Quebec Political Advertising 99
10. Quantitative Assessment of Advertising Effects: Survey Data 117
11. Exploring the Impact of Negative Political Ads through the Use of Participatory Action Research 133
12. Cognitive Responses to Political Advertising on Quebec TV in the 1993 Election 161
13. The Ethics of Political Advertising 179
14. Conclusions 193
15. Political Advertisements in English 211
16. Political Advertisements in French 217
17. Notes 221
18. Glossary 227
19. Bibliography 229
20. About the Authors 241
21. Name Index 245
22. Subject Index 249